Social media is not a campaign, it is a commitment; and it is a commitment that is resource intensive because it is not mass media, it is social media, which means that there is an ongoing conversation.
When an organisation starts on this journey there is a major impact on that organisation, both in terms of the underlying technology that supports these new interactions and on the underlying business processes.
By engaging in social media, you are making a promise, a value statement – “here we are, we want to hear what you say and we want to engage with you in a deep meaningful relationship”.
Beware the organisation that do not honour that promise.
When that shift happens in the organisation we are moving from the old paradigm of classic CRM into Social CRM, changing business processes, changing business models and changing organisational culture.
This also means that you need to translate social media to an internal audience.